Go Love Your Own City tote bags are now available in the online store for $25.00.


​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​We’ve also added some new sticker packs:

Both are available in the Online Exclusives section of the Shop, click here to check them out.


In the coming days we will be announcing the official opening of “C’est Beau” a one month pop-up concept shop and designer sample sale in the Lower East Side featuring apparel from Reason, Nom De Guerre, PegLegNYC, and a curated sunglasses selection from Claw Money.


For the past month Beau (right) and his partner here have been working hard organizing all the details, signing leases, and making this happen. Not bad for a couple Syracuse business school students on their summer vacation, eh?


Beau, Jon, and Isa discussing the plans for the space.


Isa (NDG) is a hard working guy and a savvy business man. He was the first buyer to see the potential in Reason when we walked into his shop with samples and line sheets in hand five years ago.


Since they’ve opened Nom has never participated in a sample sale of any sorts, and after peeking into their boxes its safe to say they will be unleashing some serious heat next month.


Want us to pay for your shipping on some new REASON?

For a limited time we are offering free world wide shipping on Online Store orders of $50 or more. To take advantage of this offer, complete your store purchase as you normally would and use the code SUMMERFUN in the coupon box at checkout, and the free shipping credit will be applied to your entire order regardless of it’s final destination.


What makes this deal so especially enticing is that we’ve also done a major update in our SALE section today. You can now get your hands on some REASON classics at unbelievable prices.

Like any of these snap-back caps for $5 –


or look smart in our Jungle Stripe Crew neck, now only $20 –


In fact, all of these gems have now been marked down to $20 (click images to launch in online shop view)


Theres way more in the SALE section. CLICK HERE to check it all out.


I gotta give it up to the guys at Cookies and Cream. When they decided to start an independent t-shirt and toy company they figured the only way to do it would be to find their own lane, and they have. Literally. The guys bought themselves a used DHL truck, had it customized, vinyl wrapped, and hit the streets to spread the word about their line.

I caught the the guys on the corner of Spring Street and Broadway in SoHo this week, parked right behind Mr. Softee himself, blasting music, selling tees, and educating curious people about their brand.


Scrills and his partner are out in their mobile store every weekend in different locations around Manhattan and Brooklyn. I admire the guys for their dedication and I think it’s great that they are doing something unexpected and unique to promote their line like this.


I talk to a decent amount of people working on launching companies and I never know what to say except to stick with their dreams and do something original, but from now on I’m telling ‘em one more thing, if people aren’t noticing you, don’t give ‘em a choice. Best of luck, fellas.



I can’t believe in all these years Emmett hasn’t had his first cameo on Reason until today.


I first met Emmett when we both lived in Chinatown a few years ago and he was launching his clothing line, Lola New York. Today, in addition to working on his brand, Emmett also runs a boutique creative agency called Gin Lane Media. The guys have been killing it lately, working with everyone from Rocawear and Adidas to V Magazine and Mark Ronson’s Allido Records.

They just finished a website for a Brazilian inspired beachwear line called Olasul that I really dig –

This is their office down on Christie street, complete with the custom built conference table.


And an extra little design studio and waiting room just for kicks.


Check out the Gin Lane Media site here and the Lola New York site (which is being re-launched shortly) here


The 2nd Annual Anders Larson-Toich Foundation benefit reminded me of the high school reunion I never had. People always talk about friends who pass away in superlatives so it sounds cliche to say that Anders was probably the most generous, fun loving person I’ve ever known, but it’s true. Anders would be proud to know the foundation in his name name carries on those same great qualities and brings all his friends together to have a good time.

Fred and Anders’ father –

The raffles –

Sober Joe –

Terry Kennedy, “Yall them Tophat guys, right?” Better believe it.

Ashley, Veronica –

Wade buying Reason raffle tickets –

A photo of Marley showing us her photo of Wade –

One more –

DJ A-trak and Josh aka Dust La Rock –

Roxy –

Abby/Amelia –

Thank you so much for everyone’s generous contributions follow the ALT foundation on Twitter at @altfoundation or check out their website at www.altfoundation.com


If you haven’t heard the news yet, the Diplomats have officially announced that they will be reuniting after personal problems caused everyone’s favorite Harlem rap group to part ways almost two years ago. Probably not a bad time to pick up one of these guys, am I right?reason_dipset_diplomats_parody_tee.png

We’ve also made the newest Cam’ron mixtape, Boss Of All Bosses 2 available on our servers for download here. Right click and choose ‘save as’ to save the file to your hard drive.

In completely irrelevant but somewhat witty (if you’re into word play) news I got an email this morning from someone in Sweden looking for “this Go Love Your Own City shirt that I saw Diplo wearing” with this picture attached. Sorry buddy, that one is long gone.

Keep an eye out for our Reason Sticker Pack and Online Exclusive Go Love Your Own City tote bags dropping this weekend.


We are proud to be sponsoring this year’s Anders Larson-Toich Foundation benefit fundraiser in honor of our good friend Anders who passed away from cancer two years ago. The ALT Foundation is working to construct a facility where young cancer patients will feel safe, protected and comfortable, so that they may better receive alternative medical treatments, outside the confines of hospital walls. This is a great cause for an amazing friend and artist who we are thrilled to be supporting. Come by tonight or check out the ALT Foundation website for more info.